It’s 2017 and I’ve decided to go on a journey to improve myself.
The first step I took to do that?
Hit the gym of course. Sounds familiar, right?
But as I started working out regularly, I realized that dieting was just as important. And that meant cooking.
Now, I had never cooked a meal in my life before. The closest thing I had done was microwaving a frozen pizza. And here I was, staring at the rice and chicken breast in front of me.
How hard could it be?
Well, as it turned out, pretty hard.
I had to learn how to:
Marinate the chicken
What spices to use
How to cook them without burning them or leaving them raw
How to measure the right portions
It was A LOT of trial and error. And a lot of bland and dry meals.
But eventually, I got the hang of it. I became a master of chicken and rice.
That’s when it hit me, you can be the best chef in the world, but if you don’t use the right ingredients, you’ll never get the dish to taste good.
The same goes for building a brand.
You can have the best logo, the best website, and the best product or service, but if you don’t use them in the right way, you’ll never get your brand to stand out.
So, what are these ingredients?
Well, there are many. (Check my previous blogs/newsletters)
But today, I’ll focus on the 3 main ones that most people overlook.
Are you ready? Let’s go 👇
🌟 Ingredient 1: User Experience 🌟
Simply put, this is how your customers interact with your brand across different channels and platforms.
Think about it. Your customers might encounter your brand on social media, websites, apps, ads, emails, and so on.
What’s your job here?
To ensure that every interaction is positive, consistent, and memorable.
Why does this matter?
Well, imagine if a customer has a negative experience with your brand on one channel.
Maybe your website is slow or buggy. Or your app crashes or freezes. Or your ad is annoying or misleading…
What do you think will happen?
You’ve just lost that customer. And maybe more, if they share their bad experience with others.
All because you didn’t pay attention to the user experience on that channel.
So, make sure you invest in user experience on every channel.
🗣 Ingredient 2: Brand Voice 🗣
This is how your brand communicates with your audience through words, tone, and style.
Let’s say your brand is a fitness app that targets young and active people. You want your brand to sound energetic, motivational, and fun.
But what if your brand’s voice is dull, boring, and monotone?
Do you think your audience will relate to your brand?
Do you think they will trust your brand?
Probably not.
What should you do instead?
Think of your brand as a person. A person with a personality, a character, a voice.
Craft a tone and voice based on your personality.
Your brand voice is not just a way of speaking but rather a way of expressing who you are and how you relate to your customers.
🧾Ingredient 3: Brand Story 🧾
Every brand has a story to tell. A story that answers questions like:
Why did you start your brand?
What problem were you trying to solve?
What’s your vision for your brand?
The more personal and authentic your story is, the better it will connect with your customers.
Why does this matter?
Well, imagine if your brand’s story is boring or generic.
Not only will you be forgettable, your audience will not be able to connect with you on any level.
A great example of an inspiring story is how a college student lost his glasses on a camping trip. Due to the high costs to repair them, he had to attend one whole semester squinting and complaining.
He later went on to start his own company; Warby Parker, all with the goal of providing affordable eyewear so no one else had to go through the same experience.
This is a story that makes their customers feel like they are part of something bigger than just buying glasses.
So make sure you tell the right story for your brand. And make sure you share it with passion and purpose across all channels.
Building a brand is more than just creating a logo or a website…
It’s creating an entire experience that delights and engages your customers on every level.
And to do that, you need to use the right ingredients: user experience, brand voice, and brand story.
Use them wisely and they can elevate your brand to new heights. Use them poorly and they can drag your brand down to oblivion.
If these newsletters are starting to feel like a snooze fest, it's time to hit the unsubscribe button.
No hard feelings though, we'll still be friends even if my emails aren't your cup of tea.
Until next week 👋
Cheers,
Ashar